R&T HELPED BRITISH APPLES TO RECLAIM THE TOP SPOT AS THE NATION’S FAVOURITE FRUIT
The Results
THE NATION’S NO.1
Apples regained the top spot as the UK’s favourite fruit
SOARING SALES
Up by +21% in some of the retailers who got involved
HUGE VISIBILITY
Reach equivalent to every UK consumer seeing British apples at least three times
The Task
English Apples & Pears (EAP) came to us with a clear mission. Shake up the promotion of British Apples & reclaim the top spot as the nation’s favourite fruit.
INSIGHT
Our start point was to get right to the core of consumers’ attitudes to apples & figure out what mattered to them most. The upshot? We needed to tap into the power of ‘positive Britishness’.
THE IDEA & EXECUTION
We rebranded EAP to Great British Apples & Pears – and whipped up a cross-channel communications campaign to champion provenance, sustainability & health through a combination of PR, social media, industry engagement & in-store activations.
Milestone moments? Opening the doors to the first Great British Apple store to unveil EAP’s fresh new look – triggering huge promotional campaigns with Booths, M&S and Ocado.
Oh, and we also lasered the faces of some of the UK’s most-loved TV presenters onto apples. This fruity move sparked coverage on the BBC, in The Times & Telegraph, and on This Morning. Twice.